When I first started my website, I created a service page for my book editing services and went to work marketing it.

Weeks, even months would go by and I wouldn’t get a single client inquiry.

What the hell?

I thought my service page was awful. No one wanted my services. I wasn’t good at this solopreneur thing and I thought maybe I should go get my part time job back at a dog kennel to start making some cash again…

But then I stopped the pitty party and got smart.

I made small tweaks and changes to my website and finally figured out the perfect service page content for booking clients consistently.

I realised that there were certain elements of a service page that drastically improved conversions and there was a structure that worked.

Today, I want to share with you the six non-negotiable elements of a high-converting service page.

Want your website to establish you as an expert?

It’s so much easier than you think. Get your hands on 22 bite-sized hacks to instantly improve your website content >>

Email Address

Keep an eye on your inbox - your cheat sheet of hacks is on its way!

A Positive Hook

You’ll hear many experts tell you to start your service page focusing on “pain points”.

They tell you to prove you understand your client by showing them you know where they are now. And because of that, I see many service pages starting with something like “are you stressed and overwhelmed?” or “are you tired of being stuck?”

They all have similar words like “overwhelmed”, “burned out”, “stuck”. And this is supposed to show your client you understand them.

I completely disagree and here’s why…

Your client isn’t looking for someone who understands their current situation. They’re looking for an expert who can get them to where they want to be.

They’re looking for results.

So I tell my clients to flip the script and start their service page with a positive look to the future:

Want a website that brings in clients, converts like crazy, and establishes you as an expert? This service is perfect for you!

Are you ready to lose that last 10 pounds and finally keep it off for life? I’ve got you covered.

Let’s get your finances in order with a proven method to reduce debt and increase happiness.

Now, aren’t those hooks a thousand times more engaging and appealing than “are you tired of feeling overwhelmed and stuck?”

Of course they are. So start by flipping the script and making your service page positive and exciting from the very beginning.

Bonus: this has the bonus psychological effect of priming your reader to be in a positive frame of mind while reading the rest of your content. This makes them far more likely to like and trust you. Win-win!

2. A Detailed Breakdown

The number one question your service page needs to answer is “What am I getting?”

People want to know exactly what they’re getting in return for their hard-earned money. They want details. The nitty-gritty.

But many service pages fail to provide this detail. It’s easy to say “This monthly service includes a weekly check in call with me to discuss your progress.”

Great. What do I get out of that? What are we going to talk about? Will I get steps to take moving forward? What’s the point?

Keep giving detail to show the value and depth of the service you’re offering. Prove your service is worth the money by explaining all the juicy details.

3. A Walk-through Process

The second question your potential client is going to have is, “How does it work?”

Give them an idea of the timeline, the process, what is expected of them, and what they’re getting from you and when.

The more clarity you can give about your service the better.

Humans are extremely adverse to risk. We automatically focus on the potential loss much more than the potential gain.

So when someone is thinking about hiring you they’re going to use any little reason to walk away.

That’s just basic psychology.

So the more clarity you can give the more worries you’re overcoming for your potential client.

On my book editing service page, I give an actual timeline of the editing process. It tells my potential client when they’ll receive an invoice, at what point they’ll get their homework, and the time frame I need to edit their book.

Laying it all out on the service page eliminates any uncertainty and I receive emails like this one all the time:

4. Pricing

Yes, there’s still massive debate over whether or not to add your pricing to your service page. What if the high price puts people off? What if I could convince them to buy on a call?